Director of Database Marketing in

The Director of Database Marketing leads the strategy, management, and activation of the company’s customer database to drive revenue growth, loyalty engagement, and personalized customer experiences. This role is responsible for leveraging customer data, analytics, and marketing technology to deliver targeted marketing programs that increase acquisition, retention, lifetime value, and loyalty program participation.

The Director will oversee database strategy, segmentation, campaign targeting, and lifecycle marketing across digital and offline channels. The role partners closely with Loyalty, Digital Marketing, Revenue Management, IT, and Analytics teams to ensure the customer database is a strategic asset that fuels growth and enhances traveler relationships.

Key Responsibilities

Database Strategy & Management

  • Lead the strategy and governance of the company’s centralized marketing database and customer data platforms.

  • Ensure data integrity, hygiene, and compliance with privacy regulations.

  • Oversee data integration from booking systems, loyalty platforms, website/app interactions, and third-party sources.

  • Develop a unified customer view that supports personalization and lifecycle marketing.

Customer Segmentation & Targeting

  • Design and maintain segmentation frameworks based on traveler behavior, loyalty status, value, and preferences.

  • Identify high-value audiences and develop strategies to increase customer lifetime value.

  • Enable dynamic segmentation for real-time marketing activation.

Lifecycle & Loyalty Marketing

  • Partner with the Loyalty team to drive member acquisition, engagement, and retention.

  • Develop lifecycle programs including onboarding, reactivation, milestone recognition, and travel-triggered messaging.

  • Create targeted offers and campaigns designed to increase loyalty program engagement and repeat travel.

Campaign Strategy & Personalization

  • Enable data-driven campaigns across email, mobile, web, paid media, and direct channels.

  • Implement personalization strategies across customer touchpoints using behavioral and transactional data.

  • Collaborate with creative and digital teams to optimize messaging and campaign performance.

Analytics & Performance Optimization

  • Establish KPIs and dashboards to measure campaign effectiveness and database health.

  • Use A/B testing, predictive modeling, and customer insights to continuously optimize marketing performance.

  • Provide reporting and strategic insights to senior leadership.

Marketing Technology & Innovation

  • Oversee the marketing technology stack supporting CRM, loyalty marketing, and database operations.

  • Evaluate and implement tools for customer data platforms (CDP), marketing automation, and predictive analytics.

  • Drive innovation in data-driven marketing including AI-driven personalization.

Team Leadership

  • Lead and develop a team of database marketing and CRM specialists.

  • Foster a culture of data-driven decision-making across the marketing organization.

  • Manage agency and technology partners as needed.

Qualifications

Experience

  • 8–12+ years of experience in database marketing, CRM, or customer analytics.

  • Experience in travel, hospitality, airline, cruise, or loyalty-driven industries preferred.

  • Proven success managing large-scale customer databases and targeted marketing programs.

Skills

  • Expertise in customer segmentation, lifecycle marketing, and loyalty marketing strategies.

  • Strong understanding of CRM platforms, CDPs, and marketing automation tools.

  • Proficiency in data analysis and marketing performance measurement.

  • Experience working with large transactional datasets.